This is a great book by @rowansimpson. If you are building a business please read. There are many lessons. Rowan is direct (while polite) and pushes you to confront some seriously hard questions. We often open our customer discovery conversations with “you won’t hurt our feelings but you could hurt our business”. It’s an attempt to give permission to abandon people’s gut reaction to be nice and say “this is a good idea” in pursuit of genuine insight about customer problems. This book might hurt your feelings but it won’t hurt your business. In fact it could be an important catalyst for success. Enjoy!